Brands Shuffle Content Departments, Create Anxiety For Marketers
As U.S. companies prepare to post the strongest quarterly earnings in years during the first financial season of 2017, advertisers are building up and repositioning content marketing teams to prepare for stronger growth.
The report — The Anatomy of the Modern Content Marketing Team — released Tuesday by Conductor examines the makeup of today’s content marketing teams and its challenges and position within marketing organizations.
The concept of a content team within an organization is relatively new. Although nearly three-quarters of content teams have executive buy-in as a business strategy, only about 40% have been in existence for between 2 and 4 years. About 21% have been in existence between 5 and 9 years.
About 45% of content teams have between two and four employees, followed by about 20% that have between five and 9 people. Nearly 4% do not have an in-house content team and only 12.8% have a team of one.